Matsuya's Official X Introduces Sky-Blue July 'MATSUYA PASS' in a Color Hunting-Style Collage

Matsuya’s official X account (@matsuya_foods) posted on July 5 introducing the July edition of the “MATSUYA PASS” subscription pass, currently on sale to strong demand. Since the July edition’s card is sky blue, the post was styled as a “Color Hunting”-style collage gathering sky-blue items. The caption read, “The ‘MATSUYA PASS,’ usable any number of times during its validity period — since the July edition is sky blue, we tried a Color Hunting-style look,” adding “Currently on sale!” and “#EndsWhenStockRunsOut” to encourage purchases.

Sky Blue Collected Across 9 Squares: Shaved Ice, Hydrangeas, and Ramune Bottles for a Cool Summer Feel

The image is composed of a 3x3 grid of nine squares, with the sky-blue July edition card placed in the center. The surrounding eight squares are filled with photos united by the color sky blue: blue shaved ice with a paper fan, a pool reflecting the blue sky, a bouquet of pale sky-blue flowers, hydrangeas tinted blue, a Ramune bottle standing on a sandy beach, smooth sky-blue fabric, a Shinkansen running against a backdrop of Mt. Fuji, and a blue sky sparkling with sunlight — all subjects evoking the cool, refreshing feel of summer.

“Color Hunting” is a technique of gathering items in the same color family around a single color theme. Matched to the sky blue of the July card, the composition brings together sky-blue subjects reminiscent of summer’s coolness, creating a seasonal presentation. It’s an approach that connects the card’s monthly color scheme to everyday objects of the same color, turning it into something to enjoy.

July Edition: 100 Yen Off Set Meals, 70 Yen Off Beef Bowl and Curry and Rice Bowl

According to the card at the center of the collage, the eligible items are 100 yen off Set Meals and 70 yen off Beef Bowl and Curry and Rice Bowl. The valid period runs from 12:00 AM on July 1, 2026 to 11:59 PM on July 31, 2026. It can be used at Matsuya as well as Matsunoya and My Curry Shokudo, by scanning a QR code via the Matsuya App or at the ticket vending machine before use. The “#EndsWhenStockRunsOut” hashtag suggests that quantities are limited.

Daily MATSUYA PASS Updates Continue

The July edition went on sale on June 26, and the official X account has continued to post daily about how to buy and use it, and the best timing to purchase. On July 4, it was also announced that a usability improvement — eliminating the need to scan a QR code every time — is in development. This latest post, however, put the spotlight on the card’s color scheme itself, making it a more design-focused piece of content.